For those who haven’t spent much time in New York, it’s hard to picture this city of more than 8 million people boasting distinctive neighborhoods with a small-town feel. But that’s the lifestyle promised by the condos at 222 E. Broadway…and brought to life by this smart-looking brochure with a secret inside.
Designed by Watson & Co. and produced by our good friends at DataGraphic [projects / website], this chunky-feeling brochure features a cover meant to suggest that living in this Lower East Side neighborhood might lead to meeting one’s “Harry” or “Sally.” (Fun fact: The famous When Harry Met Sally “I’ll have what she’s having” deli scene was filmed a 16-minute-walk away.)
A Nostalgic Invitation
To create a nostalgic vibe, they printed “It’s Like Harry & Sally” on the front cover using letterpress. The cover, made of 110 lb. Mohawk Crane’s Lettra Fluorescent White, features a typeface you might find on a sandwich board in a quaint New York village.
The property name, contact details, and legal disclaimer appear on the back cover in offset printing.
On the inside front cover, a second message echoes the same letterpress style: “Sometimes it’s the things you least expect together that just fit perfectly.” This phrase celebrates New York’s blend of past, present, and future, all converging in this neighborhood.
A Hidden Surprise
Next to this message, a bold, full-bleed photo of the building commands attention. But wait! What appears to be a regular page turns out to be a fold-out map.
Yes, what seems like standard brochure pages actually open into a 22-x-24-inch map showcasing the area around 222 E. Broadway.
The map includes photos highlighting local restaurants and attractions.
Offset printed on 70 lb. Mohawk Via Pure White Vellum Text, the map is held in place with a single glued panel to the inside back cover.
This twist on Swiss Binding is a stylish and practical touch. Before you fully open the map, you’ll find more property details and images in an accordion fold.
The warm letterpress typography on the cover, combined with the hidden neighborhood view, creates a welcoming feel. It’s not just a brochure—it’s a glimpse of a place that feels like home. Forget “I’ll have what she’s having.” You’ll be saying, “I’ll live where they’re living!” 😉
